Today I did a webinar for LMA titled “Facebook for Law Firms” and I wanted to share some of the highlights with you. On a side note, I want to say a huge thank you to Nancy Myrland, and all the gals over at the Legal Marketing Association for having me present today. It was a blast. We had a great time discussing the ins and outs of Facebook Pages for law firms, using your personal Facebook account for business development and going over case studies. I’m working on doing some webinars on my own soon too! Anyhow, without further ado, here are the 7 deadly sins of law firm Facebook Pages:
1.) Not enabling the message feature. This is one of the most overlooked features of Facebook Business Pages. If you haven’t done this yet, open a browser and go do it right now. Click “Edit Page” and then click “Manage Permissions”. Scroll down the page and make sure you check the box for Show “Message” Button. Now, Facebook users have the ability to message your Facebook page. Rest assured, you will receive a notification if you get a message.
2.) Telling people to like your page via your cover photo. It’s against the rules for you to encourage Facebook users to like your page via a “Like Us” image in your Cover Photo. I made this mistake and a big thank you to Nancy Myrland for letting me know. It’s also against Facebook policy to advertise prices such as “40% off”, contact information, and calls to action. A great example of a law firm cover photo is Goodwin Procter. Check it out here.
3.) Using a horizontal image file for your personal picture. Your profile picture must be square otherwise it will look weird when you upload it. Pick an image that fits 180 x 180 pixels and also looks good at 32 x 32 pixels as this is the size of the image that will appear next to your status updates in the Newsfeed. Your law firm’s logo can usually be manipulated to fit a square nicely. You may have to crop part of it.
4.) Not moderating properly. The downside of allowing people to post on your page is the possibility of SPAM. But, now allowing comments can also hinder engagement on your page. You can easily overcome this problem by designating one person to moderate your law firm’s Facebook business page on a daily basis. He or she can also set up alerts to be notified of each comment or post.
5.) Not setting your vanity URL. What looks better? www.facebook.com/yourbusinessname or www.facebook.com/yourbusinessname/343892lkd001? It’s very easy to set your Facebook Page URL. Just go to www.facebook.com/username. Please note that sometimes you need at least 25 likes before you set your Vanity URL. I don’t think this is the case anymore but sometimes it’s still required. Darn Facebook!
6.) Not adding Facebook links to your website, newsletter and blog. Should you decide to create a Facebook Business Page for your law firm please don’t forget to add links to your Facebook Page on your website, newsletter and/or blog. The whole point of using Facebook is to increase engagement and adding links back to your site helps! Adding these links and “Like” buttons amplifies and supercharges your social media efforts.
7.) Not telling your law firm’s story via the Facebook Timeline. Does your law firm have a unique history? Why not tell it by using milestones on the Facebook Timeline. Facebook allows us to backdate entries and add pictures and stories. Please note you must enter your firm’s founded date to enable this feature. Ideas for posts include firm mergers, new partners, events, charity events and any other major milestone. Highlight these images and play with how it looks. You’ll be happy you did!
Now you have no excuse for committing any of the 7 deadline sins of Law Firm Facebook Pages. I’ll be checking up on you! Do you have any other sins to add? Please leave them in the comment section below. Perhaps we’ll be changing the title of this post soon!